Innovation Strategy for Business to Business Market Penetration

Leonel Cezar Rodrigues, Emerson Antonio Maccari, Fernando Cesar Lenzi

Abstract

Strategies must align innovation capabilities to foster business model, since it mediates between the technology and the economic platforms domain. Here we consider the elements influential to technology innovation process in the context of a business to business technology-driven enterprise, considered within the perspective of technology maturity and organizational life cycle. The study subject was the Operacional Têxtil Ltda, a Brazilian textile systems automation enterprise, serving Latin-American textile industrial market. Main conclusions indicate the enterprise could be (a) an innovative business process generator and make this the leading strategy to compete; (b) an innovative product launcher and make this the leading strategy to compete; and/or (c) a technology-driven innovator using this strategy to improve market penetration.

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